Digital Marketing – Consumers, Strategy and Channels | 2020-21

This course helps you learn the frameworks and tools required for you to kick-start your digital marketing efforts. Exemplified using digital strategies adopted by leading companies, the first part of the course familiarizes you with the background, basic concepts and strategy frameworks for digital marketing. The latter part of the course will help you learn the foundational concepts and skills required for key digital marketing channels such as search engines, social media and digital content marketing.At the end of the course you will also learn how to optimize the digital customer experience and build a loyal customer base.
Private

Course Learning Objectives:

  • Understand digital marketing trends and customer characteristics influencing the marketing funnel.
  • Prioritize digital marketing investments around five key digital transformation levers of an organization.
  • Build the 4Ps framework required for the digital transformation of marketing, which involves transforming the people, processes, platforms and partnerships.
  • Create a metrics framework to measure the success of your digital investments.
  • Learn the basics of search engine optimization and build an search engine optimization strategy for your company.
  • Familiarize with various forms of search engine advertising tools and build a search engine marketing strategy.
  • Build a re-marketing program using a programmatic media buying approach.
  • Create a data-driven social media marketing strategy and measure tangible returns on social media marketing investments
  • Familiarize with content marketing and build a content marketing strategy to drive demand for your company’s products and services.
  • Learn the process and applications of customer journey mapping in digital customer lifecycle management.
  • Learn the process of A/B testing and its application in optimizing the digital customer experience.
  • Learn the basics of retention marketing and cohort analysis to prevent customer churn and retain profitable customers.

Syllabus

Learning Objectives:
  • Understand digital marketing trends and customer characteristics influencing the marketing funnel.
  • Prioritize digital marketing investments around five key digital transformation levers of an organization.
Module Components:

Video Lectures:

  • Rethinking the Marketing Funnel
  • Influencing Consumer Networks
  • How the Offline World Affects Online Commerce
  • The Five Levers of Digital Marketing Transformation

Readings:

  • The Latest Internet Trends
  • Digital Consumer: Trends and Challenges
  • Key Steps to Guide Your Digital Transformation Journey

Quiz:

  • Introduction to Digital Markets and Consumers

 

Learning Objectives:
  • Build the 4Ps framework required for the digital transformation of marketing, which involves transforming the people, processes, platforms and partnerships.
  • Create a metrics framework to measure the success of your digital investments.
Module Components:

Video Lectures:

  • Bayer’s 4Ps of Digital Marketing Strategy
  • How To Track Digital Marketing Performance
  • Optional: L’Oréal’s Digital Marketing Strategy Example
  • Optional: Digital Marketing Metrics That Matter

Readings:

  • Digital Marketing Strategy Formulation Tool

Quiz:

  • Digital Marketing Strategy
Learning Objectives:
  • Learn the basics of search engine optimization and build a search engine optimization strategy for your company.
  • Familiarize with various forms of search engine advertising tools and build a search engine marketing strategy.
  • Build a re-marketing program using a programmatic media buying approach.
Module Components:

Video Lectures:

  • What is Search Engine Optimization?
  • What is Search Engine Marketing?
  • What is Remarketing?

Readings:

  • Understanding the Basics of Search Engine Optimization
  • A Beginner’s Guide to Google Ads
  • Types of Google Ad Campaigns
  • Programmatic Remarketing on Google Display Network

Quiz:

  • Marketing Using Search Engines

 

Learning Objectives:
  • Create a data-driven social media marketing strategy and measure tangible returns on social media marketing investments.
  • Familiarize with content marketing and build a content marketing strategy to drive demand for your company’s products and services.
Module Components:

Video Lectures:

  • Creating a Social Media Strategy
  • What is Content Marketing?
  • Creating a Content Marketing Strategy

Readings:

  • Social Media Metrics That Matter
  • Content Marketing Metrics That Matter

Quiz:

  • Social Media and Content Marketing

 

Learning Objectives:
  • Learn the process and applications of customer journey mapping in digital customer lifecycle management.
  • Learn the process of A/B testing and its application in optimizing the digital customer experience.
  • Learn the basics of retention marketing and cohort analysis to prevent customer churn and retain profitable customers.
Module Components:

Video Lectures:

  • Mapping the Digital Customer Journey
  • What is A/B Testing?
  • What is Retention Marketing?
  • Cohort Analysis in Retention Marketing

Readings:

  • Creating a Customer Journey Map

Quiz:

  • Managing the Digital Customer Lifecycle

 

Support

Please email [email protected] for any support required with respect to the program, course or platform.